PPN #019: The Strategic Guide to Packaging Redesign for Retail

So, it’s time: you’re thinking about redesigning your packaging for retail.

Every emerging brand hits this point—that moment when you realize your current packaging isn't quite cutting it for the retail environment. Maybe you're getting feedback that it doesn't stand out on shelf, or your velocity is lower than expected, or buyers AND shoppers aren't picking up what you're putting down.

But here's what I notice most brands get wrong: They jump straight to hiring a designer and getting pretty designs without doing the strategic groundwork first. This is simply: guesswork by feel. And then, a year later? You’ll be in the same spot: wondering why your sales are so low.

This week, let's break down how to approach packaging redesign the RIGHT way—so you land shelf placement and actually get purchased off-shelf.

Let's dive in →

The Hard Truth About Retail Success 

Your packaging has exactly 3 seconds to:

1) Catch attention
2) Communicate what you are
3) Convince someone to pick you up and put it in their cart

And here's what makes this even tougher: Retail shopping is a habitual, routine process. Unless shoppers have pre-existing awareness of your product or a compelling price incentive, your product likely won't end up in their cart.

That means: Your packaging isn't just about looking pretty. It's about you making strategic decisions now that get you picked up and purchased.

The Strategic Redesign Playbook 🎨 

Here's the foundational work I would recommend you do BEFORE hiring a designer:

1️⃣ The Shelf Audit 

First step: Get your boots on the ground. Visit multiple retailers and take photos of your category.

Look for: 

✅ Product placement (What's at eye level? Bottom shelf?) 
✅ Color patterns (What colors dominate? What stands out?)
✅ Merchandising standards (Shelf height, package sizes, display methods) 
✅ Information hierarchy (What messages get prime real estate?)

Pro Tip: Create a document with all these shelf photos. You'll share this with your designer later to help them understand the retail environment you need to win in.

2️⃣ The Competitor Deep-Dive 

Next, analyze your direct competitors (aka who you would be on a shelf next to) in immense detail:

• What attributes do they call out on front-of-pack?

• What problem are they solving?

• How do they structure their hierarchy of information?

• What imagery or design elements do they use?

• Where do they place key information?

The goal? Understanding what you're up against—and where there's room to stand out.

3️⃣ The Customer Decision Tree 

This is where most brands miss the mark. You need to understand exactly how customers choose products in your category:

• What catches their eye first? 

• What information do they prioritize? 

• What makes them put one product back and pick up another? 

• What questions do they ask themselves when choosing?

4️⃣ The Feedback Loop 

Before finalizing any design, get objective input on your current packaging. 

At P&P we do that through our Sampling Program, asking industry experts questions like:

• Is it immediately clear what this product is?

• Are there any specific features or attributes highlighted on the packaging that catch your attention or are particularly appealing to you?

• What do you not like about the packaging? What would you improve?

• Would you pick this up off a shelf? Why/why not?  

• Does the packaging match your product expectations?

Managing Your Design Partner 

Now that you've done the strategic work, here's how to set your designer up for success:

1) Share Context Don't just hand over your brand guidelines. Give them all the info you collected, including: 

• Shelf photos from your shelf audit 

• Competitor analysis  

• Customer decision tree insights 

• Target customer profiles

2) Clear Objectives Specify exactly what the packaging needs to accomplish: 

• Stand out in [specific category] 

• Appeal to [specific target customer] 

• Communicate [key differentiators] 

• Work within [merchandising requirements]

3) Test Throughout Don't wait until the final design to get feedback. Test concepts with your target customers at each stage. One way to easily do this? Use ProductPinion and test packaging versus your competitors – or post in The Retail Lab and get feedback!

4) Consider the Practical Pieces The nitty-gritty details matter in retail: 

• UPC placement and scanability 

• Case pack specifications 

• Shelf height requirements 

• Shipping durability & consumer usability

• Production costs at scale

The Bottom Line 

A packaging redesign is a significant investment, but it can be what makes or breaks you getting on shelf and off it. Do it right by starting with strategy before jumping straight to design. Your packaging needs to work hard for you in the retail environment —catching eyes, communicating clearly, and converting to purchase.

Looking for direct feedback on your current packaging? Our Sampling Program gets your product in front of 400+ industry experts who can tell you exactly what's working and what's not. 

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